Thursday, December 04, 2003
TACTIC: SMB Marketing Has to Be Noticably Effective
Marketing in a small company is very closely related to sales. In fact much of the budget (if there is one) is put into the creation of collateral and the development of a web site. If vendor coop is available, some also may choose to advertise. But as with everything else in a small business, if the activity does not produce concrete results, it is quickly eliminated. Small companies have no ability to tolerate unproductive activites.
This frugal behavior often causes small companies to make two common mistakes. The first is to do everything in house. This is a mistake because the employees often have no marketing experience. Unprofessional materials increase sales costs and lower productivity. However, the second mistake is just as bad: abdicating marketing responsibilities to outsiders. Without appropriate management, agencies will deliver great marcom while exhausting the entire budget. No start up or small business can survive long when it lives beyond its means.
The solution is for a principal at the small business to take responsibility for sales and marketing. P&L responsibility and ownership in the business force careful budgeting and accountability. Hiring outsiders for either strategic advice or tactical implementation then can be used effectively under active management.
Remember, it is the results from the markeitng activity that count, not the number of activities run.
How does your channel program measurable impact the channel provider's business?
Scott Karren, The Channel Pro
Marketing in a small company is very closely related to sales. In fact much of the budget (if there is one) is put into the creation of collateral and the development of a web site. If vendor coop is available, some also may choose to advertise. But as with everything else in a small business, if the activity does not produce concrete results, it is quickly eliminated. Small companies have no ability to tolerate unproductive activites.
This frugal behavior often causes small companies to make two common mistakes. The first is to do everything in house. This is a mistake because the employees often have no marketing experience. Unprofessional materials increase sales costs and lower productivity. However, the second mistake is just as bad: abdicating marketing responsibilities to outsiders. Without appropriate management, agencies will deliver great marcom while exhausting the entire budget. No start up or small business can survive long when it lives beyond its means.
The solution is for a principal at the small business to take responsibility for sales and marketing. P&L responsibility and ownership in the business force careful budgeting and accountability. Hiring outsiders for either strategic advice or tactical implementation then can be used effectively under active management.
Remember, it is the results from the markeitng activity that count, not the number of activities run.
How does your channel program measurable impact the channel provider's business?
Scott Karren, The Channel Pro
